El contenido de la información oficial de cambio de domicilio electoral difundido en la página de Facebook CNE Tungurahua y la percepción de los usuarios

Abstract

Social networks have become essential to communicate in a faster way, however, they must apply several strategies to achieve the message or information that is intended for users. Therefore, when talking about public institutions, it is important that detailed and pertinent information be handled that does not confuse its target audience. In the present investigation, a quantitative and qualitative methodology was used because a content analysis was used in which 19 variables were included based on the characteristics of the observed content. In addition, a virtual survey was applied that contained open and closed questions that were directed to Facebook users from Tungurahuenses. Through the investigation carried out on the content of the official information on the change of electoral address published on the Facebook page of the Provincial Electoral Delegation of Tungurahua, it was determined that its content is not very varied, and that the infographics and photographs were the type of content with greater presence to disseminate data on this topic. The participation of users on Facebook regarding the publications was almost nil because there were only 6 comments from May 17 to June 14, 2020. However, when the virtual survey was applied, users on Facebook expressed their comments on the content and in general have a positive perception, as they consider it useful. Although, some responses were short when the question was asked to argue.